New Ideas in Marketing
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Brand activations can be used to drive a sense of community and culture.

The author recommends brand activations as a way to solidify the company’s “fandom” and strengthen customer loyalty. Influencers can be used to “jumpstart” interest in products at the activations and also to “woo” consumers.

Brands can make use of virtual reality (VR) and augmented reality (AR) to get consumers involved in the activations. Jane McConnell, EMEA managing director at Eon Reality notes that brands must create a “story world” to involve consumers. Creating this could be based on the company’s values, latest messaging and brand proposition.

The author suggests that brands can also use activation as an opportunity to meet new fans. This can be done by co-branding which refers to sharing the activation experience with another business.

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